Buy custom essay online: TESCO CLUB CARD: IDENTIFY RELATIONSHIP BETWEEN CUSTOMER LOYALTY AND CUSTOMER SATISFACTION

Quantitative method
This section presents the analysis and the results of research using questionnaires.
To contrast the effect of loyalty quantitative data was collected from customers of supermarkets Tesco in London. All used questionnaires were convenience random sampling with equal quantity of urban and suburban clients of different income level, age, and gender to use as main part of data in this study in order to get better understanding of the clients’ attitude toward Tesco stores` loyalty card program.
“The presented questionnaire r submits one part of the survey process. Hence, it is a very important part of the process. A poorly created questionnaire will not give the data that are needed or it can make a situation even worse, while providing data that are incorrect” (Bruce, 2004, pg 7).
As the questionnaire is the main source of data collection, so it is important to make all the questions appropriate to what this research is required to achieve. The main attention should be directed on using the proper terminology and it should be appropriate enough to extract the needed data from the respondent base.
It is extremely important for the questionnaire to be constructed while using clear and correct terminology, avoiding double barrelled questions and slang in order to avoid any kind of unnecessary misunderstanding.
The criteria of age group and sex of respondents are needed in order to help meeting the objective of creating the profile of the Tesco Clubcard customer. Understanding that the as age can become a sensitive point, it was decided that the best method was to use the pre coded groups for the research.
The mentioned questionnaire consists of combination of both multiple choice and dichotomous closed questions. It is known that the multiple choice closed questions gave respondents an opportunity to express their ideas and in addition allowed more than one answer to be recorded. The dichotomous questions were specially limited to couple exact alternatives as it is easier to manage but it also excludes a rapid response from respondents. In order to make a better understanding of respondents’ ideas and to allow for a more precise measurement of attitudes, some specific questions in the questionnaire will be added using a Likert scale of one to five where “respondents are asked to choose the answer options that reflect their positions on each topic in the best way” (Foddy, 1999, pg 154).
The reason of including a five point Likert scale is to ensure that respondents have a necessary choice of answers which best represents their opinions and it will also rise the response rate and quality of answers. In addition such approach allows for attitudes to be identified and analyzed attentively.buy custom essay online
The open question was added to the questionnaire also. The reason for this is the wish to allow respondents to write their own words and expressions not having the restricting choice. In addition, it will give an opportunity for the interviewer to encourage respondents to create and express their opinion adding more information. Even though the analysis of this information will not be as straight forward as the closed questions, it was proved that they were able to support the obtained information from the previous questions and reveal more data with regards to their initiatives and attitudes.
At the beginning of the questionnaire there will be established the connection through the introductory statement giving details of the topic and the motive for conducting it. As soon as the real contact is created, the opening question in the questionnaire will show if the respondent is qualified, for example if he has a Tesco Clubcard. If the obtained answer is negative then the questionnaire will help to avoid wasting time for further party. Otherwise, a positive answer of a respondent will be supported by a short description of the respondent and multiple choice questions that can be answered rather quickly and attentively.
In the context of questionnaires, the validity of the research mainly depends on reliability. In the case, when the questionnaire is proven to be unreliable, there is no sense of validity. In the situation with an interview, the validity could be replaced by an assortment of scenarios and circumstances. So, for example, if respondents are in a hurry to finish the questionnaire it could influence their answers. In addition, there is a possibility of respondents giving exaggerated answers or “fail to interpret the questions as intended by its creator” (Belson, 1986, pg 13).
The reason of approaching respondents and arranging the interview with them before they come to the store is made on the basis that respondents` latest experience with Tesco may be a reason of an irrational change in their opinion and influence the result in inaccurate information being gathered by the questionnaire. It will further increase the validity of the questionnaire.
The mentioned method of using a questionnaire allows answers to be gathered in a standardised way, so the obtained data is more objective and clear. It leads to a reduced bias and gives respondents the opportunity to talk freely and frankly.
Sample characteristics
It has been found out that about 100 respondents shall be chosen from a list of all customers of Tesco in London.
From August 1, 2010 to August 10, 2010, respondents who were older than 18 years old from London were chosen randomly. As part of a bigger research, the experimental section of survey was provided as usual 11 minutes after the beginning of the survey. First, the respondents answered several basic questions about their age, sex, and country of residence, and some other questions that were created in order to assess need for cognition and susceptibility to social pressures, and later a section on attitudes and their behaviours.
In this case, the probability sampling should be the most suitable method, that is why there are no other criteria for respondents than that they are the customers of Tesco. As it is written by Fink (1995, pg 9), “every member of the target population has a known nonzero probability of being included in the sample”. This process allows eliminating any subjectivity and guarantying a fair method of obtaining respondents. The potential respondents will be chosen as soon as they enter the store and every third person that will pass will be asked to participate in the survey.
The results of the questionnaire can be used in creation of a potentially large representative sample. The data can be obtained from a large portion of a group. The possibility to use the third person rule guaranties that everyone calling into Tesco on the days and time the questionnaire will be arranged has an equal possibility to be chosen to take part in the questionnaire.
Clients survey
Direct customer survey provides an opportunity to reflect subjectively experienced by the intensity of loyalty, and an analysis of loyalty program allows investigating how these experiences are reflected in the frequency of subsequent purchases. This comprehensive analysis allows us to track and optimize interactions with customers.
Approximately 75% of studies measuring loyalty produced solely by client surveys about their intentions for future purchases. This method makes it possible to reflect the subjectively experienced by the intensity of loyalty, but not to investigate how these experiences are reflected in the frequency of subsequent purchases.
Researchers involved in the measurement of loyalty based on a survey to ascertain the client’s intentions regarding the change of supplier or its services. But this approach does not answer the question about how strong customer loyalty is, and how real intentions of those who are so inclined. Thus, methodologically impeccable research aspect of the measurement of loyalty is still there.
Conducting interviews – it is unobtrusive and correct survey and a survey of consumers, which only increases the loyalty of customers. Carrying out the interviews helps to gather information about competitors, clients and an objective assessment of the store. All information on the polls is saved in a database that allows you to use it in the future. Interviews are valuable by the fact that during it the informal relationship can be established with a client.
The most common questions that we put in front of customers – is an evaluation of the quality of the team that worked on the project, as well as assessment of the quality of the company, the level of service, quality and speed of service, ask for advice on increasing the quality and speed of customer service.
Below is a list of questions, which we included in the client survey
How often do you visit Tesco?
Do you like the products and services in Tesco?
How about the price of goods?
Does Tesco meet your expectations?
Would you definitely visit Tesco again and use their services?
Do you use Tesco loyalty programs?